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Innovation opportunities in vitamins, minerals and supplements new product development in the year of 2020

18 August 2020 by Mintel

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New research from Mintel, the experts in what consumers want and why, reveals innovation opportunities in vitamins, minerals and supplements new product development in the year of 2020.

In the report, Mintel analyst claims that there are 3 main opportunities found in APAC region, namely:

  • Put immune support benefits front and center by the brand. Immune support claims will be key amid the COVID-19 crisis. They will appeal to increasingly health conscious consumers taking preventative healthcare measures. Renowned immune support vitamins/minerals (e.g. C, B-vitamins, zinc and vitamin D) will be in-demand. There is also scope for more immune support themes in the probiotic space.
  • Look beyond immune support too. Target top concerns around eye and digestive health and sleep disorders. Also alleviate ailments that may have been exacerbated during lockdowns and social distancing (eg anxiety and bone health linked to disrupted exercise routines). Tap into customisation trends with disruptive NPD, as seen in an emerging Indian VMS market.
  • Promote food-based, natural and eco themes. Mitigate mistrust and safety concerns by better aligning with ‘clean’ themes by linking with ‘real food ingredients’ and by being more transparent about ingredients. Also tap into climate change concerns, which will be more pressing post-COVID-19 as the pandemic refocuses minds.

Given the COVID-19 crisis, VMS brands must focus on promoting immune-boosting merits – at least short- to medium-term, until a vaccine or effective treatment is developed. Renowned immune-boosting vitamins/ minerals (eg C, B-vitamins, zinc and vitamin D) will be popular. Indeed, given high demand and stockpiling, the supply of immune support formulas has been a challenge for some brands and retailers. But don’t overlook other in-demand benefits. Immune support claims will be a must given the current COVID-19 crisis, but don’t overlook other benefits that support top health concerns.

In China, these include eyesight issues, digestive problems and sleep disorders. Moreover, also look to care for ailments that may have been exacerbated during lockdowns and social distancing measures, such as anxiety and bone health (linked to disrupted outdoor exercise routines). Also, lead with and be clear about the benefits of your VMS when it comes to packaging/advertising, and then educate and strengthen the association between specific ingredients/vitamins/minerals and their functions. This is because of somewhat limited knowledge of specific vitamins.

In this report, you will also read:

  • Brand should put immune support benefits front and center
  • New product development efforts should also look beyond immune support
  • Brand should promote food-based, natural and eco themes

To access the full report, please click here and download now!

This report was contributed by knowledge partner:

 

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